Choose a different ending

Went in to visit the Google’s Public Sector team this week to pick their brains on YouTube. Charlotte and Katarina had lots of interesting things to demonstrate, but I was most taken by a video they showed me.

Made for the Metropolitan Police by Spike, ‘Choose a different ending’ is one of the sharpest uses of YouTube I have yet seen for a public sector campaign.

It’s more of a play than a watch; check it out at and the campaign site at

Insighful and hardworking creative, using the technolgy and the channel superbly; not preachy but makes you think twice. I think this might have an impact; it’s already caught on and seems to generating the views from exactly the intended audience. I’m really keen to locate an evaluation. Continue reading “Choose a different ending”